In today’s fast-paced digital world, crafting a compelling press release is just the first step. To ensure your story reaches the right eyes, knowing how to email a press release effectively is crucial. Public relations professionals, startups, marketers, and corporate communication teams all face one common challenge — standing out in a journalist’s crowded inbox. This guide is designed to walk you through every step of the process, from formatting your release to finding the right contacts and following up professionally.
Table of Contents
Understanding the Purpose of Emailing a Press Release
A press release serves as an official statement issued to media outlets, journalists, and industry publications to announce something newsworthy — be it a product launch, event, award, or milestone. However, a well-written release means nothing if it doesn’t reach its audience. That’s where email comes in.
Email remains the most effective method of distributing press releases. It’s direct, personal, trackable, and relatively cost-effective. But the effectiveness depends not just on what you send, but how you send it.
Step 1: Prepare a Newsworthy Press Release
Before you even consider how to email a press release, ensure your content is relevant and newsworthy. Journalists and editors receive hundreds of pitches each day, so your release must offer genuine value.
A newsworthy press release typically includes:
- A compelling headline
- A strong opening paragraph summarizing the key points
- Relevant quotes from stakeholders or executives
- Key facts, data, or supporting information
- A boilerplate (about the company)
- Media contact information
Use clear, concise language and avoid promotional jargon. Your goal is to provide information that a journalist could easily use to craft a story.
Step 2: Build or Curate a Targeted Media List
Knowing how to email a press release also means knowing who to email it to. A well-targeted media list ensures your press release lands in the inbox of people who care about your industry, niche, or announcement.
To build your media list:
- Identify relevant publications and outlets that cover your industry
- Research specific journalists who write about similar topics
- Use media databases like Cision, Muck Rack, or IMCWire’s own media distribution services
- Keep your list updated with accurate names, emails, and preferences
Avoid mass emailing unknown contacts. Personalized outreach yields better open rates and relationships.
Step 3: Craft a Compelling Email Pitch
Your email pitch acts as the gateway to your press release. It’s often the only thing a journalist sees before deciding to open your attachment or not. Here’s what your email should include:
Subject Line: Keep it brief, accurate, and intriguing. Avoid spammy words like “FREE” or excessive punctuation. Aim for under 60 characters.
Examples:
- “Tech Startup Raises $5M to Revolutionize Remote Work”
- “XYZ Corp Launches AI Tool to Fight Cybercrime”
Email Body:
- Greeting: Use the journalist’s name if available.
- Opening Sentence: Hook them with your most newsworthy detail.
- Brief Summary: Highlight the who, what, when, where, and why.
- Call to Action: Invite them to read the full release or reach out with questions.
- Attachments or Links: Provide a direct link or attach the release as a PDF or Word document.
- Contact Details: Include your full name, role, phone number, and email address.
Keep the body under 200 words. Journalists are busy; respect their time.
Step 4: Decide Between Attachment and Inline Text
One common question when learning how to email a press release is whether to paste it in the body of the email or attach it as a file.
Here’s what you should consider:
- Inline Text: Preferred by many journalists. It eliminates the extra step of downloading an attachment and shows transparency.
- Attachments: Useful for official documents or if your formatting is critical (such as logos, PDFs, or branded templates).
Best practice? Include the full press release below your pitch in the email body and attach a polished PDF or Word file as a backup.
Step 5: Follow Email Etiquette and Best Practices
Professionalism matters. Here are key do’s and don’ts:
Do:
- Send from a professional, branded email address
- Avoid mass emails with visible CCs (use BCC or individual emails)
- Double-check spelling, grammar, and facts
- Include a proper signature
- Respect the journalist’s time
Don’t:
- Send emails with large, unsolicited attachments
- Use generic greetings like “To whom it may concern”
- Follow up too aggressively or too frequently
- Add journalists to newsletters without consent
Step 6: Time Your Email for Maximum Visibility
Timing is everything when it comes to learning how to email a press release effectively.
- Best Days: Tuesday to Thursday
- Best Times: 9:00 AM to 11:00 AM local time for the journalist
- Avoid: Weekends, evenings, and major holidays
Pro tip: If your announcement is time-sensitive (e.g., an event or earnings call), send it under embargo or ahead of the official release date with clear instructions.
Step 7: Track Performance Metrics
Once your press release has been sent, use tools to track its performance:
- Open Rate: How many people opened your email
- Click-Through Rate: How many clicked on your release or website link
- Replies and Pickups: Number of journalists who responded or covered your news
Platforms like IMCWire provide advanced analytics that help you understand which media contacts are most engaged, allowing you to refine future strategies.
Step 8: Follow Up the Right Way
If you haven’t received a response within 2–3 business days, it’s acceptable to send a polite follow-up email. Here’s a template:
Subject: Quick Follow-Up: [Insert Release Title]
Hi [Journalist’s Name],
Just following up on the press release I sent earlier this week regarding [Insert Brief Topic]. I wanted to see if you had any questions or needed additional information. I’d be happy to assist in any way.
Thank you for your time and consideration.
Best regards,
[Your Name]
[Title]
[Company Name]
[Phone] | [Email]
Don’t follow up more than once unless invited to. Persistence is good — pestering is not.
Step 9: Build Relationships with Journalists
Knowing how to email a press release isn’t just about sending emails — it’s about relationship-building. Engage with journalists beyond your release:
- Follow them on Twitter/X or LinkedIn
- Share or comment on their articles
- Attend industry events where they speak
- Provide value even when you’re not pitching
This goodwill pays off in the long run. Journalists are more likely to open your future emails if they recognize your name.
Bonus: Common Mistakes to Avoid
- Mass Emailing Without Customization: Feels impersonal and lazy.
- Burying the Lead: Journalists don’t have time to hunt for your angle.
- Spamming with Follow-Ups: One follow-up is enough.
- No Contact Info: Journalists need an easy way to reach you.
- Not Testing Your Email First: Send a test to yourself or a colleague to catch formatting issues or typos.
Conclusion: Mastering How to Email a Press Release
Sending a press release by email may sound simple, but doing it the right way can dramatically improve your media outreach success. From crafting a compelling subject line and email pitch to maintaining good relationships with the media, each element plays a role in getting your story published.
Whether you’re an entrepreneur launching your first product or a seasoned PR professional working with IMCWire, mastering how to email a press release is a critical skill in today’s communication landscape. Invest the time, personalize your outreach, and respect journalistic standards — and you’ll greatly improve your chances of media coverage and brand exposure.
